Secret Santa is on TV

The magic of Christmas begins in childhood. Hanging stockings. Sharing festive food. Presents under the tree. It’s a time for children to feel loved and make memories that last a lifetime. But for vulnerable children across the UK, Christmas is anything but magical.

The Action for Children Christmas TV ad will be running again this year, giving people around the country the chance to experience the magic of our Secret Santa campaign.

The advert features our Christmas campaign's three characters – Nathan, Lucy and Tripti. Narrating the advert is Larry Lamb. He shares their individual stories as they come to life through Christmas cards displayed on a festive mantlepiece.

Nathan, Lucy and Tripti represent the 4.2 million children across the UK living in poverty. It’s easy to think that poverty happens elsewhere. But it’s affecting children in your community. For many, Christmas is just another day of empty cupboards and putting on an extra jumper to keep warm. And wondering why their friend got presents and they didn’t.

It’s no surprise that for these families, making happy memories feels out of reach. But with your help, Action for Children could be there for these families when no one else is. Our Secret Santa advert shows you how.

As the advert continues, Larry Lamb tells the story of how the Secret Santas magically transform the Nathan, Lucy and Tripti’s Christmases. The dark and dreary scenes in the Christmas cards turn into the bright and magical Christmases so many of us experience. Presents under the tree. Food on the table. And a safe and warm place to sleep.

The ad reminds you that these transformations are only made possible through the generous support of our real Secret Santas – the generous support of people like you.

At Action for Children, we have over 2,500 frontline workers supporting children every day. We’ve seen children without a bed sleeping on the floor with just blankets. Families phoning us crying because they have no money to feed their children. It’s relentless. And it doesn’t stop because it’s Christmas.

We’re there when families can’t afford the basics. We top up the gas meter when children are shivering in a freezing house. Put food on the table so children don’t go hungry. Buy a Christmas present when a parent can’t.  We’re a vital lifeline for desperate families with nowhere to turn.

By becoming a Secret Santa – and raising money – you could help bring happiness, warmth, and safety to vulnerable children this Christmas and beyond.

Last week, we hosted our first Secret Santa’s Giving Grotto - a grotto experience where children give a gift rather than receive one. The grotto was featured on ITV News London, in a segment presented by Jay Akbar:

Our Secret Santa campaign featured on ITV's This Morning's Ultimate Christmas Gift Guide on Thursday 12 December. The segment aimed to encourage viewers to donate and become a Secret Santa for a vulnerable children.

The Christmas ad will feature on a whole host of channels, including More4, Film4, various Sky Channels and Quest.